ISSN: 2222-6990
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This research reviews two aesthetic theory models – the Unified Model of Aesthetics (UMA) and the Categorical-Motivation (CM) model – and proposes an integrated theoretical framework for understanding aesthetic product preferences based on preference safety. The UMA model from evolutionary psychology views aesthetic choices as risk-averse motivations, where people favor stimuli that are familiar, typical, and consistent. The CM model from cognitive psychology sees aesthetic judgments as serving needs for stability and efficiency based on category knowledge structures. This paper puts forth a framework combining UMA's multidimensional exploration of aesthetics with CM’s focus on category effects. The model has three levels – perceptual, cognitive, and social – each involving trade-offs between safety and risk. It also examines product categories as a moderator, proposing that rich vs. poor categories affect tolerance for aesthetic variables. Hypotheses are advanced, including that rich categories better promote preferences for diversity, novelty and autonomy. The integrated view of cognitive and motivational drivers shaping category-based aesthetic responses provides a comprehensive lens to advance practical design guidelines and consumer insights.
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(Qi et al., 2024)
Qi, W., Yahaya, M. F. bin, Tai, L., & Qianhui, R. (2024). Integrated The Unified Model of Aesthetics and The Categorical-Motivation Model. International Journal of Academic Research in Business and Social Sciences, 14(2), 1261–1272.
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